Original post from our agency-partner Outshine is available here.
As a long time partner of Outshine Agency, we're delighted to have been able to partake in their success helping Redis evolve their go-to-market program. Read on to learn more about how Outshine's approach combined with our strategic guidance and execution in media buying delivered exceptionally strong results.
To scale for the future, Redis paired a brand-wide refresh with a comprehensive evolution of its go-to-market motion. As a company deeply rooted in open source and widely adopted by developers, Redis’s evolution toward a more enterprise-first revenue strategy required a fundamental shift in how paid media supported pipeline and revenue.
Over a multi-year partnership, Outshine helped Redis evolve its global paid program from volume-driven lead generation to a full-funnel, enterprise-focused engine designed to drive sales-qualified pipeline, improve internal alignment, and create scalable international growth.
“What sets [Outshine] apart is their mindset. They are as results-driven and data-driven as we are. They don’t just report on performance—they proactively tailor reporting to our specific business needs and bring strong, informed recommendations grounded in a deep understanding of our personas.”
Fung-Lin Wu
Director of Demand Generation, Redis
Key challenges included shifting from primarily open-source brand awareness to stronger enterprise positioning, changing the main KPI to "book a meeting" with enterprise buyers, tightening MQL/SQL definitions, expanding the audience, and balancing enterprise demos with PLG.
Program stability was affected by strict MQL rules, a three-month brand search holdout test (validating its demand capture role), and difficulty tracking ungated content quality.
Outshine's approach focused on rebuilding around enterprise outcomes with a refreshed keyword architecture and landing pages prioritized for high-intent demo requests.
Brand search was rebalanced to support PLG sign-ups while maintaining MQL and SQL momentum.
The second step was expanding channels while protecting quality. Beyond the initial LinkedIn and Google focus, Outshine added Display, Meta, YouTube, and Reddit.
EthicalAds and BuySellAds proved effective for developer engagement, while LinkedIn targeting shifted to decision-makers.
Outshine also introduced innovative measurement and down-funnel visibility. To track quality with ungated content, Outshine developed custom KPIs like Named Account Visits and Click-to-Named-Account Rate, using intent data.
A client-owned GA4 reporting layer improved down-funnel visibility and became central to internal decision-making.
Finally, driving global accountability internally through the creation and adoption of fully customized, self-serve dashboards and reporting, which improved clarity, consistency and confidence in the paid ads program.
“They are incredibly hands-on, deeply data-oriented, and fully integrated into how we operate.” - Fung-Lin Wu, Director of Demand Generation, Redis
Redis successfully reintroduced its brand to the enterprise market with a paid media engine built for revenue impact rather than surface-level volume.
Stronger alignment between paid media and enterprise revenue goals
Validation of brand search’s critical role in demand capture
Measurable quality signals from upper-funnel and ungated tactics
Improved developer audience engagement across specialized channels
Reporting dashboards that became some of Redis’ most widely used internal tools
The program created a scalable foundation for international expansion and enterprise revenue growth, balancing experimentation with disciplined execution.
3X improvement in YoY Cost-Per-Named-Account visit
97% increase in QoQ ARR
5X increase in Meta opportunity volume
2X signups in 6 months
Over two years, Outshine helped Redis transform its paid media program from a volume-driven engine into a strategically aligned, enterprise-focused revenue driver.
By tightening qualification standards, innovating measurement frameworks, validating demand capture strategy, and improving transparency through custom reporting, the partnership delivered both performance and internal clarity.
In partnership with Outshine, Redis scaled paid media, and built a foundation for sustainable enterprise growth.
“The results speak for themselves. Over the past year, our paid MQLs have grown an average of 80% quarter-over-quarter and 55% year-over-year. Before partnering with Outshine, we were active in only two channels. Today, we’re live in five channels and have tested three new ones together, significantly expanding our reach and experimentation capabilities.” - Fung-Lin Wu, Director of Demand Generation, Redis
“Beyond the metrics, what I’ve appreciated most is the partnership. They are collaborative, accommodating, and genuinely invested in our success. It has never felt like working with an external agency—they operate as part of our team.” - Fung-Lin Wu, Director of Demand Generation, Redis